Sex in advertising

In a recent September issue of Details Magazine there was a photo of a model wearing a dress by Michael Kors and a necklace by Tiffany & Co. In the advert, the models one bare breast was exposed.

The advertisement got me thinking how more and more companies are increasingly willing to push the boundaries for commercial gain.

Although it has become known that sex sells, how much is too much sex in advertising?

Calvin Klein

A company, well known for basing their advertisement on sexual appeal, is Calvin Klein. Calvin Klein’s advertising campaigns have been causing controversy since the 80’s. Calvin Klein is not shy when it comes to using sex to sell their products.

Several years ago Calvin Klein came under fire for their advertisements, which featured images of teenage models, some reported as young as 15 in sexual and provocative poses.

Abercrombie and Fitch, the company once criticized for their production of thong underwear, which were targeted at girls ages 7-14 is also well known for their provocative advertisements.

Axe is a brand of male grooming products marketed towards young males. Have you seen an Axe ad lately? When it comes to sex, Axe sells it.

(Men, do you really buy your fragrance based on what one is going to get you the most sex?)

In 2008, American Apparel ran a nude advertisement (pubic hair and all) featuring porn star Sasha Grey. The offensive ad was apparently trying to sell socks. Do you really have to go that far to sell some socks?

Last fall an American Apparel advertisement was banned in the UK by the ASA for using a partially nude model, who appeared to be under 16.

Even food chains are using sex to sell

Last year Burger King released an advertisement for their “Super Seven Incher” that sparked controversy. The ad was prepared for Burger King’s Singapore franchisee. (source: bitchmagazine.org)

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26 thoughts on “Sex in advertising”

I remember when we first moved to Virginia in 2002 and Dairy Queen ran an add for their footlong hot dogs with a girls saying “It’s Huuuuuuge!” Of course we knew what it implied, but laughed at the stupidity of it.

Sex sells because of the consumers. They drive the market. There need to be strict rules on how old the models can be otherwise, although I don’t like it, I don’t see what we can do about it. Offensive is very subjective.

I think as far as the advertisers are concerned, no sex is too much if it shifts products. Their only constraint is how much they can get away with without a volley of angry complaints. Unfortunately men are pathetically susceptible to anything with a sexual slant, and that only encourages the advertisers to give them more of the same.

Sex does sell but even I have noticed sometimes it goes too far. What’s really sad is how they try so hard to supposedly keep it away from children yet these billboards are every when out there. They seem to think kids do go thru these places.

I agree totally…I am so disturbed at how YOUNG they sell sex advertising to. Having 4 young girls (although 2 are adults 21 and 18) it makes me angry that all this advertisement is shoved in their face on tv, magazines and in malls. It certianly does not help them in ANY way what so ever.

I certainly wouldn’t pretend to speak for all men, or any men at all, in fact I’m conspicuously non-masculine myself. But I can’t help noticing how many men slaver over adverts featuring sexy women. Why else are so many nubile women draped over car bonnets, furniture etc?

That kind of advertising is inappropriate for the general public. I am okay with it if they are using it in places like Playboy or Playgirl. I am not okay with it in public.

I can tell you without question that the advertising helps drive the morality level lower. They are not simply reflecting todays morals. If they were doing so, then nobody would be shocked over this kind of advertising.

These advertisers will continue to push the limits as long as people allow them to push the limits. Those people who do not approve of this should email the companies to voice their opinion in a calm and civilized manner. Then they should stick to their word and refuse to buy any products from that merchant until that merchant changes willingly.

Passing more laws against it is foolish. These people will always find loopholes.

I am all for freedom in advertising when that advertising can limit its exposure to just the adult market segment. Using billboards and main stream magazine ads is irresponsible because children will see it and parents will have no means to prevent that from happening.

My gravatar? It’s just a photo of me during the summer, outside our balcony. I just like that photo especially after I lost 20 kilos.

Oh not that kind of sexist content. The one’s that were banned were ads that portray sexual discrimination. We don’t have problems with nudity and also there is this rule that you can show your genitals on ads or TV if they’re not stimulated.

It is not you Rose, advertising has become very racy. I would imagine it will get worse as our culture becomes more hedonistic. I worry about the next generation. The current generation barely has a handle on things, but the next will have more than it’s share of temptation to deal with.

Ugh, I particularly can’t stand that Burger King ad. I think it has gotten worse in that mainstream ads like that one have become more sexual, but I remember Guess ads in the ’80s being very offensive. There’s worse to be found in Interview. I got a copy and had to throw it out so my 11-year-old wouldn’t see it.

It’s the proverbial chicken or the egg question. Since actuality precedes potentiality, my take is that the adverts are reflecting a culture that has become mostly desensitized to any sexual morality. Just look at TV and movies. Nothing is really portrayed as out of bounds or inappropriate or (heaven forbid) wrong. Anything goes…Yikes! We’ve returned to the free love of the 60s/70s! These ads cross the boundary only for those people who can discern between tasteful and tasteless.

I’m glad I can perceive between the two. Don’t get me started on movies. Some are as bad as a cheap porno. Though I have no idea what a a cheap porno look like as I don’t watch porn. However, I can just imagine. You get where I’m coming from. lol

I’m glad I can perceive between the two. Don’t get me started on movies. Some are as bad as a cheap porno. Though I have no idea what a a cheap porno look like as I don’t watch porn. However, I can just imagine. You get where I’m coming from. lol

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About Me

Rose DesRochersis a wife, mother of 4, avid blogger, product reviewer at todays-woman.net, and writer. She currently lives in Ontario with her husband and youngest daughter . When she is not reviewing products or services, she can be found spending time with her family.